Trigger factors in brick and click shopping

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2019-05-03 DOI:10.3926/IC.1364

Mage Marmol, Vicenc Fernandez

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引用次数: 7

Abstract

Purpose: The goal of this research is to describe the customer’s purchase path in different shopping channels and to identify which are the trigger factors that motivate the choice of every shopping channel. The description of the factors that motivate this seamless experience across all channels will provide brands with knowledge about how to improve their strategic approach to engagement, belonging and retention of customers.Design/methodology/approach: This paper builds propositions about the trigger factors for shopping channel choice based on thirty reports from the main consultancy companies made during the last five years and coded regarding the main topics highlighted in the literature. Findings: The findings of this study indicate that there are common trigger factors for every shopping channel and for every stage of the purchase path.Research limitations / implications: The data are from different countries, segments and products although they show common patterns.Originality/value: To date, little research in a complete vision of the shopping paths has been done. The definition of the different paths and the trigger factors associated to each one is unique and will help further research in this area.

查看原文本刊更多论文

触发因素在砖和点击购物

目的:本研究的目的是描述客户在不同购物渠道中的购买路径，并确定哪些是激发每个购物渠道选择的触发因素。对推动跨所有渠道无缝体验的因素的描述，将为品牌提供有关如何改进其战略方法的知识，以提高客户的参与度、归属感和保留率。设计/方法/方法:本文基于过去五年中主要咨询公司的三十份报告，并针对文献中突出的主要主题进行编码，构建了关于购物渠道选择触发因素的命题。研究发现:本研究的发现表明，每个购物渠道和购买路径的每个阶段都有共同的触发因素。研究局限性/启示:数据来自不同的国家、细分市场和产品，尽管它们显示出共同的模式。原创性/价值:到目前为止，关于购物路径的完整愿景的研究还很少。不同路径的定义以及与每条路径相关的触发因素都是独特的，将有助于该领域的进一步研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.